Brand Strategy: Page 33

  • The new packaging of Miller Extra Light in front of a white background.
    Image attribution tooltip
    Courtesy of Molson Coors
    Image attribution tooltip

    Miller64 rebrands to Miller Extra Light as focus shifts away from calories

    The positioning will be supported by 2.5 times the amount of media support the brand has had in the past four years combined.

    By • Jan. 30, 2024
  • A preview of an AR experience by Snickers for the Apple Vision Pro around the Super Bowl.
    Image attribution tooltip
    Courtesy of Blippar
    Image attribution tooltip

    Snickers brings AR Super Bowl experience to forthcoming Apple Vision Pro

    In the days following the mixed-reality headset's launch, users will be able to hear from Pittsburgh Steelers “misfortune teller” T.J. Watt.

    By • Jan. 30, 2024
  • Explore the Trendline➔
    Image attribution tooltip
    Spencer Platt via Getty Images
    Image attribution tooltip
    Trendline

    Multichannel Optimization

    There’s greater urgency around the need to optimize multichannel marketing efforts and unite channels including retail media, social media and others.

    By Marketing Dive staff
  • A group of people run in the wilderness wearing Miller Lite gear.
    Image attribution tooltip
    Courtesy of Molson Coors
    Image attribution tooltip

    Miller Lite’s QR code jerseys turn 1K Super Bowl viewers into beer ads

    Foregoing a big game spot, the brand is tasking 1,000 QR-code wearing fans to embark on beer runs on game day to help dole out money. 

    By • Jan. 29, 2024
  • An array of Ocean Spray products with new labels
    Image attribution tooltip
    Courtesy of Ocean Spray Cranberries, Inc.
    Image attribution tooltip

    Ocean Spray reveals first major brand overhaul in 20-plus years

    The 95-year-old cranberry co-op teamed with creative studio Stone Strategy & Design to highlight a "wildly uncommon" approach to culture and creativity.

    By • Jan. 29, 2024
  • Individuals and robots working together on brainstorming ideas.
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    Marketing playbook: Breaking down industry trends to follow in 2024

    Areas of growing investment, including retail media networks and the creator economy, could be impacted by the death of the cookie and generative AI.

    By Marketing Dive staff • Jan. 26, 2024
  • A family of Vikings drives Hyundai's Santa Fe SUV in a new ad campaign.
    Image attribution tooltip
    Permission granted by Hyundai Motor America
    Image attribution tooltip

    Hyundai’s Santa Fe unleashes a family’s inner Viking in new ads

    Creative launching around the NFL conference championships is set to the driving rhythm of Heart’s “Barracuda.” 

    By • Jan. 26, 2024
  • Ruffles
    Image attribution tooltip
    Courtesy of Ruffles
    Image attribution tooltip

    Ruffles gives fans a shot from the Ridgeline at NBA Celebrity Game

    Consumers on Instagram can showcase their basketball skills for the chance to shoot the pregame shots at the Ruffles NBA All-Star Celebrity Game.

    By Aaron Baar • Jan. 25, 2024
  • The Apple logo is displayed on the exterior of an Apple Store.
    Image attribution tooltip
    Justin Sullivan / Staff via Getty Images
    Image attribution tooltip
    Deep Dive

    What Apple’s adoption of RCS for iPhones could mean for marketers

    Apple confirmed this week that RCS is coming, opening the door for marketers to include high-quality photos and videos in messages.

    By • Jan. 25, 2024
  • Bud Light
    Image attribution tooltip
    Courtesy of Anheuser-Busch
    Image attribution tooltip

    Bud Light remains in the crosshairs as AB InBev makes Super Bowl plans

    Anheuser-Busch will air two and a half minutes of national advertising during the big game as it looks to rebound from controversy.

    By • Jan. 25, 2024
  • A person in a busy restaurant waits for Heinz
    Image attribution tooltip
    Courtesy of Heinz
    Image attribution tooltip

    Heinz celebrates diners who wait for its ketchup in global campaign

    Created with Chilean agency 1984, the marketer’s largest effort since unifying its global creative strategy shows that “true love waits” — for ketchup.

    By • Jan. 25, 2024
  • Three M&M diamond-encrusted rings against a white backdrop. One shows the full rings, one shows the inside and the last shows the ring containing a Peanut Butter M&M's.
    Image attribution tooltip
    Courtesy of Mars Wrigley
    Image attribution tooltip

    M&Ms celebrates (almost) Super Bowl champions with diamond-encrusted ring

    As part of its big game push, the candy brand is giving three NFL Hall of Famers rings fit with factory-made diamonds forged from peanut butter.

    By • Jan. 24, 2024
  • Paris Hilton recreated in Roblox for a Hilton campaign
    Image attribution tooltip
    Courtesy of 11:11 Media
    Image attribution tooltip

    Hilton checks in to Paris Hilton’s Roblox world for loyalty push

    The activation demonstrates brands are still exploring ways to draw value from the metaverse even as the technology has lost some of its buzz.

    By • Jan. 23, 2024
  • Influencer Zachary Fowler pulls a pizza out of a Solo Stove
    Image attribution tooltip
    Courtesy of Solo Brands, Inc
    Image attribution tooltip

    Solo Stove names new brand ambassadors on tails of Snoop Dogg stumble

    The smokeless fire pit marketer is looking to turn a new leaf with partners who better represent its outdoor lifestyle positioning.

    By • Updated Jan. 30, 2024
  • Coors Light's silver bullet train, pictured here, will return in the light beer brand's Super Bowl LVIII campaign
    Image attribution tooltip
    Permission granted by Coors Light
    Image attribution tooltip

    Coors Light’s silver bullet train returns for Super Bowl with seats for fans

    Back after a 12-year advertising hiatus, the locomotive delivering cold beer and good vibes seeks to extend sales momentum and court favor with Gen Z.

    By • Jan. 23, 2024
  • Detroit Lions players Calvin Johnson and Jahmyr Gibbs for Team Whistle and Finish detergent.
    Image attribution tooltip
    Permission granted by Team Whistle
    Image attribution tooltip

    Finish brings football rivalries to the kitchen with Team Whistle

    An online sweepstakes pitting football cities’ popular dishes against each other is teamed with co-branded episodes of Team Whistle’s “Home Team.”

    By • Jan. 22, 2024
  • Technology background. Big data visualization concept. Information artificial neural network
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    Data-driven marketing investments to top $36B in 2024, report finds

    A new forecast from Winterberry Group expects momentum to recover from a fallow 2023, although strong top-line growth doesn’t tell the full story.

    By • Jan. 22, 2024
  • Abbi Jacobson and Ilana Glazer hold a bottle of MiraLax
    Image attribution tooltip
    Courtesy of MiraLAX
    Image attribution tooltip

    ‘Broad City’ duo reunite to help MiraLAX lighten load of ‘The Gut Gap’

    Abbi Jacobson and Ilana Glazer wrote and star in content inspired by the high frequency of stress and constipation faced by millennial women.

    By • Jan. 22, 2024
  • Snoop Dogg for Solo Stove
    Image attribution tooltip
    Courtesy of Solo Stove
    Image attribution tooltip

    Solo Stove’s viral Snoop Dogg partnership fails to spark up sales

    Owner Solo Brands kicked off the year by shaking up leadership and cutting its 2023 revenue expectations due to hefty marketing expenditures.

    By • Updated Jan. 30, 2024
  • A man with a bar of Dr. Squatch soap in his swim suit
    Image attribution tooltip
    Retrieved from Dr. Squatch on January 18, 2024
    Image attribution tooltip
    Column

    Campaign Trail: Dr. Squatch uses hypnosis to inspire ‘​​Big Bricc Energy’

    The digitally native men’s grooming brand goes beyond raunchy puns to address men's mental health through hypnotic videos.

    By • Jan. 19, 2024
  • NFL quarterback Kirk Cousins stands in a kitchen in a promotional shoot for brand partner Tostitos
    Image attribution tooltip
    Permission granted by Frito-Lay North America
    Image attribution tooltip

    Tostitos’ pop-up heads to Super Bowl with meals served by Kirk Cousins

    Consumers can enter an Instagram sweepstakes for the chance to win game tickets and a visit to the Tost by Tostitos casual dining concept. 

    By • Jan. 18, 2024
  • Snapchat x FAMSF
    Image attribution tooltip
    Courtesy of Snapchat
    Image attribution tooltip

    Snap brings AR try-on experience to San Francisco art exhibit

    Using Snap’s AR Mirrors technology, visitors to the “Fashioning San Francisco: A Century of Style” exhibit can try on three iconic evening ensembles.  

    By Aaron Baar • Jan. 18, 2024
  • A person wearing athletic clothing and running shoes runs throughs a phone screen as glass and emoji's burst out.
    Image attribution tooltip
    Courtesy of Saucony
    Image attribution tooltip

    Saucony outpaces doom scrolling with new running challenge

    The shoemaker is hoping to turn the distance the average consumer scrolls — the equivalent of three marathons a year — into real movement.

    By • Jan. 17, 2024
  • In this rear view, an unrecognizable woman stands with a shopping cart in front of a shelf full of food in the bread aisle of a grocery store.
    Image attribution tooltip
    Getty Images
    Image attribution tooltip

    ‘Broadcast-level scale’: Why retail media networks view in-store as their next frontier

    The in-store experience was positioned as a broadcast TV-sized opportunity at NRF’s Big Show, but not everyone seemed convinced.

    By • Jan. 17, 2024
  • Comedian Desus Nice holds Tums and a smartphone with food on the table and football on the TV
    Image attribution tooltip
    Courtesy of Tums
    Image attribution tooltip

    DraftKings, Tums team for food-focused Super Bowl picks game

    Tums Prop Bites allows consumers to place free picks on the details of the big game’s most popular foods for the chance to win part of a $10,000 prize. 

    By Aaron Baar • Jan. 17, 2024
  • A bottle of Michelob Ultra in front of a sports field.
    Image attribution tooltip
    Courtesy of Anheuser-Busch InBev
    Image attribution tooltip

    Michelob Ultra named sponsor of Team USA through 2028 Olympics

    The brand’s growing roster of sports partnerships shows it is reaching out to a wide audience of fans. 

    By • Jan. 16, 2024